Slowear SS25 at Milan Fashion Week

Slowear SS25 at Milan Fashion Week presented NEW ESCAPISM

Slowear unveils the new SS25 men’s collection. In today’s multifaceted world, marked by daily challenges, complexities, and a fluidity that continually provides ever-shifting boundaries, modern men seek security and a positive expression of their uniqueness through their clothing.

This vision inspired the Slowear group—owners of the Incotex, Zanone, Montedoro, and Glanshirt brands—to design and create the new Spring Summer 2025 collection for the 2025 season.

The creative essence of the collection is captured in three key concepts: escapism—the ability to veer off the beaten path to express novelty and originality fully; freedom—not merely as the absence of constraint, but in its most absolute form; and the future—the desire to approach it with confidence and positivity.

A new path that began in FW24 is further evolving this season. Like the previous season, this collection is organized into four wardrobes, creating a cohesive thread between the garments and product categories. These four stories encapsulate the season’s journey and illustrate how the wardrobe evolves.

The prominent return to high-quality materials is the standout feature and common element across the various facets of the Slowear SS25 collection. The fabrics showcase rich, textural, and three-dimensional weaves, blending product durability—a core company mission—with exceptional distinctiveness. The color palette is enhanced with natural and delicate pastel tones, emphasizing the fabric and its texture.

Three special projects tailored for the modern man span across the wardrobe. Building upon the previous season, the exploration of Modern Tailoring continues, introducing new combinations and styles. An example of this is the casual suit by Incotex, which includes a dropped shoulder blazer that can be paired with tapered-fit trousers or a seamless model featuring refined, tailored construction.

In line with our focus on fabric quality and research, we are introducing a “superlight” selection of garments made from ultra-lightweight fabrics. These include technical, barely perceptible cottons that offer a natural yet highly functional feel, embodying the concepts of freedom and escapism from traditional tailoring.

Exploring technicality and performance, our Urban Cycling capsule collection blends impeccably fitted garments with easy-care technical fabrics. It includes anti-fold details like reflective or elastic bands on the leg cuffs, achieving a seamless fusion of style and functionality.

SLOWEAR / With 30 stores in major cities around the world, including Milan, London, Paris, New York City, Tokyo, and Seoul, Slowear Venezia is the Italian multi-brand retail concept that has won customers’ hearts. It has become an important place to find men’s clothing and accessories brands that share a sense of aesthetics, modernity, and expertise.

As well as a careful selection of Made in Italy objects and products, handpicked by Slowear Venice as part of its constant research. Halfway between a concept store and a research space, Slowear Venice stores host a variety of brands, experiences and influences united by a taste for everything that is unique, innovative and made with care and dedication. The Slowear brands are: Incotex – since 1951 (only pants); Zanone – since 1986 (only knitwear); Glanshirt –since 1960 (only shirts); Montedoro – since 1958 (only outerwear).